ADAPTIVE CLOTHING FOR TARGET Private Label Product Development
Emma Haberl
Professor Luca Lo Sicco
Company Overview • Target is a general merchandise retailer that sells a multitude of products through its stores and digital channels. • It has on-trend merchandise at attractive prices in clean, large and customer-friendly stores. • It was founded in 1962 by George Dayton as “Target Discount Store”. • It owns brands such as Archer Farms, Market Pantry, Merona, Room Essentials, Cat and Jack, Wondershop, A New Day, Auden, Smartly and Wild Fable, among a multitude of others. • The CEO and chairman of the brand is Brian C. Cornell.
Core Mission Statement “To make Target the preferred shopping destination for our guests by delivering outstanding value, continuous innovation and an exceptional guest experience by consistently fulfilling our Expect More. Pay Less. Brand Promise.�
Brand History Target opened it’s first store outside of Minnesota in Denver. Sales exceeded $60 million.
Target opened stores in Texas and Oklahoma. It also built it’s first distribution center in Fridley, Minnesota.
1966
1965
Target will make it’s first gain, with sales reaching $39 million. A fifth store opens this year.
1962
The first Target store opened in Roseville, Minnesota as the “Target Discount Store.” In 1926, four locations would open.
1969
1968
The company changed its logo to the current logo to insight a more modern look. They now have 11 stores and $130 million in sales.
1967
The Dayton company went public at the Dayton Corporation, offering it’s first public stock. They now have 9 stores.
1972
1970
The company now has 46 stores after an acquisition of Arlan. The brand sees a decrease in profits.
The store added 7 new units, reaching 24 stores and $200 million in sales.
Brand History Continued The company reaches a total of 151 stores and $2.05 billion in sales with a third distribution center in Little Rock.
Target created a line of specialty apparel stores called Everyday Hero, where they created their private label apparel brands such as Merona.
1981
1979
Target now has 80 stores in 11 states and reached $1.12 billion in sales.
1975
Target has 49 stores in 9 states and $511 million in sales.
1992
1986
By this time, the company has 246 stores. It opens it’s 5th distribution center in Pueblo, Colorado.
1982
The company expanded into the West Coast in Arizona, California, and Texas. A fourth distribution center was opened in LA.
1997
The Everyday Hero store locations closed due to under preforming.
1995
The first SuperTarget hypermarket is opened in Omaha, Nebraska. There are now 670 Target stores and they are doing $15.7 billion in sales. It launched it’s Target Guest Card, the first store credit card in the discount retail industry.
Brand History Continued It launched it’s online gift registry.Target expanded into Maine, reaching 1,053 units in 47 states and $33.0 billion in sales.
Target’s began adding fresh produce to their department stores.
2001
2000
Target’s parent company, Dayton-Hudson changed it’s name to Target Corporation. 75-80% of the corporations sales come from Target.
1999
The company relaunched it’s Target. com website.
2010
2009
The company opened stores in Hawaii and Alaska, leaving Vermont as the only state without a Target location.
2005
Target began operating in Bangalore, India.
2015
CVS Health aquired Target’s pharmacy and retail clinics. They acquired 1,660 pharmacies in 47 states. Brian C Cornell replaced Gregg Steinhafel as the CEO of Target.
2014
Brand Positioning Target differentiates itself in the market by focusing on profit margin and projecting a youthful image, while its competitors, like Costco and Walmart(which is 20 times the size of Target) focuses on low cost. Target focuses on their e-commerce platform, with over 30% e-commerce sales growth in the last year. They are known for their mantra, “Expect more, pay less� and 96% of people can recall the Bullseye logo. They are synonymous for cheap chic and being the discount store with attitude. They are priced higher than some other brands, but put their focus on customer service and experiences. They are stylish, high on CSR initiatives, and distinctively American.
Perceptual Map
High Image
Low Price
High Price
Low Image
Size of The Business Total revenue for 2018 was $75.356 billion with a 3.6% growth in the last year. Total sales for 2018 was $74.433 billion. Target’s market share is 2.09%, topped only by Amazon, Costco, Kroger, and Walmart. Percentage Breakdown for Total Sales
Channel of Distribution Target has 1,844 stores in 50 states and can be shopped on target.com. The brand has 239,581 thousand square feet of store space. Digital sales account for 6% of Target’s total sales and e-commerce for Target grew 30% in the last year alone. Target captures about 1% of the U.S. e-commerce sales, or about $5.25 billion a year.
Company’s Pricing Strategy • Target has recently been readjusting its pricing strategy to compete with Wal-Mart and Amazon.com. They use slight premium pricing, where they price their items pennies higher than it’s rivals. • Target is using penetration pricing for their personal care items, at a price that is 5.39% lower than it’s competitors. • Target also offers promotional pricing through it’s frequent in-store and online sales and Cartwheel app for loyal customers who use the app. • Overall though, Target uses cost-based pricing. They set their prices in accordance with a profit element and the cost of making the product.
Target Customer Target’s target customer is a young, middle class consumer. They have an age of approximately 40 years old. They make around $64,000 a year and about half of them have a child or dependent. About 57% of consumers have completed or finished college so they are educated. Target customers look for superiority, self-respect, and prestige. They buy trendy and stylish clothing, furniture, and other items at a discounted rate.
SWOT
• One of the largest retailers in the US. It has economics of scale which allow it buying power • Wide product portfolio • Wide customer base due to their low prices and high value • Their loyalty program which over 21% of their customers use. Keeps shoppers connected to the brand. Strenghts Opportunities • They could expand into other markets outside of the US • Increasing private label expansion • Heightened e-commerce operations • Price reductions to closer match competition like Wal-Mart • They can expand their CSR initiatives • Diversify some departments like grocery
• Target had a data breach in 2013 which damaged customer confidence in the brand • They are dependent on suppliers from foreign countries • Limited demographic by only having an American audience • High employee turnover • Higher pricing than some competitors Weaknesses Threats • Overlap of products between Target and it’s competitors • E-commerce threat to brick-and-mortar stores • Strong competition in Wal-Mart, K-Mart, Amazon and Costco • Growing “shop local” movements • Macroeconomic factors
Competative Review Walmart
Viewed as Target’s biggest rival. It generates more revenue but falls short in customer satisfaction and private label offerings. Priced lower.
Amazon
Known as the “everything store”. Leader in retail technology. Online with the exception of Amazon GO and Whole Foods aquisition.
Kohls
High customer service satisfaction, but lower in revenue than Target. They have strong. brand association and positively viewed return policy.
Product Concept • I would like to design a collection of adaptive clothing for mens and women for Target under a new private label brand. I think Target is the perfect, family brand to launch an adaptive private label brand. • Target is a brand that has already introduced inclusivity into its core brand and mission statement. • They have advertisements of men and women of all shapes, races, and nationalities. • They have their private label for children, Cat and Jack, with many adaptive looks for children and have recently launched children’s Halloween costumes for those with sensory disabilities as well as those using wheelchairs and walkers.
Concept For Launch
Globally, 1 in 5 people have a disability. That means over one billion people have a disability of some kind, whether that be from age or physical manifestation. Americans with disabilities have a disposable income of $490 billion dollars annually.
They make up the third largest market segment but they have the purchasing power equivalent to the largest two segments, African Americans and Hispanics.
The market for adaptive clothing has been relatively untouched by mainstream fashion brands, with some exceptions being Zappos, Nike, and Tommy Hilfiger.
Private Label Extension
• The private label will be called Enabled. • I would like to produce 14-16 products for each men and women to launch each season. • Enabled will sell trendy basics for those with seated and unseated disabilities. It would feature easy closure and removal methods, sensory friendly designs, and adjustable hemlines. • If could expand into different design details as it matures and as customers provide feedback on the products. • It will feature inclusive marketing campaigns that will allow Target to become a champion of inclusivity in the fashion industry.
Benefits and Positioning • Target is one of the few and only affordable, mainstream brands with trusted private label brands that could launch a product like this. • They would be the mass go-to for adaptive clothing products • Would produce CSR initiatives surrounding the products • Accessible in stores
Positioning
Benefits
• Affordable, well made adaptive clothing • Fills a niche that few brands can do • Alternative is spending a lot at Tommy Hilfiger, having clothes tailored, or buying leisurewear. • Looking good, feeling comfortable, dressing easy with a disability
Assortment Plan Style #
Brand
Item Name
Item Color
Sizes Offered
Category
Quantity
1001 1002 1003 1004 1005 1011 1021 1022 1023 1031 1041 1042 1043
Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens Target Adaptive Womens
Front Button Stripped Long Sleeve Shirt Magnet Front Draped Sleeveless Shirt Sensory Friendly Cowl Neck Sweater Magnetic Back Short Sleeve Knotted Front Shirt Magnetic Buttons Silky Button Down Shirt Mid Length Sensory Friendly Skirt Seated Leather Belted Ankle Pants Seated Pull On Work Joggers Adjustable Hemline Medium Wash Denim Jeans Seated Magnetic Back Shift Dress Seated Checkered Blazer One Handed Zipper/Seated Field Jacket Seated Peacoat with One Handed Zipper
Black/White Mauve White Black/White Champagne Black Mauve Black/White Blue Denim Black/White Black/White Green Champagne
xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl 0, 2, 4, 6, 8, 10, 12, 14, 16, 18 0, 2, 4, 6, 8, 10, 12, 14, 16, 18 0, 2, 4, 6, 8, 10, 12, 14, 16, 18 xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl xs, s, m, l, xl, xxl
shirts shirts shirts shirts shirts skirt bottoms bottoms bottoms dresses outerwear outerwear outerwear
18,000 21,000 50,000 42,000 35,000 52,000 12,400 24,000 16,500 26,000 7,000 15,000 8,100 327,000
2001 2002 2003 2004 2011 2012 2013 2014 2015 2021 2022 2023 2024
Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens Target Adaptive Mens
Magnetic Button Down Shirt Mens Long Sleeve Magnetic Button Down Mens Long Sleeve Magnetic Plaid Shirt Long Sleeve Button Back Basic Tee Shirt Magnetic Button Cardiigan Mens One Handed Zipper Bomber Jacket Jean Jacket Magnetic Seated Wool Coat Seated Blazer Seated Mens Slim Jeans Seated Mens Black Jeans Slim Adjustable Hemline Mens Twill Pants Seated Mens Cropped Straight Work Pants
White Print Blue/Red/Black/White White Cream Black Gray Light Grey Grey Medium Denim Black Kakki Grey
s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl s, m, l, xl, xxl 28, 29, 30, 32, 34, 36, 38, 40, 42** 28, 29, 30, 32, 34, 36, 38, 40, 42** 28, 29, 30, 32, 34, 36, 38, 40, 42** 28, 29, 30, 32, 34, 36, 38, 40, 42** **all pants have a 32' inseam
shirt shirt shirt shirt sweater outerwear outerwear outerwear outerwear pants pants pants pants
33,000 25,000 42,000 57,000 12,000 28,000 20,000 15,000 12,000 13,000 15,000 10,000 8,000 290,000
August September 9% 15% 1620 2700 1890 3150 4500 7500 3780 6300 3150 5250 4680 7800 1116 1860 2160 3600 1485 2475 2340 3900 630 1050 1350 2250 729 1215 29430 49050 2970 2250 3780 5130 1080 2520 1800 1350 1080 1170 1350 900 720 26100
4950 3750 6300 8550 1800 4200 3000 2250 1800 1950 2250 1500 1200 43500
October November December 18% 23% 25% 3240 4140 4500 3780 4830 5250 9000 11500 12500 7560 9660 10500 6300 8050 8750 9360 11960 13000 2232 2852 3100 4320 5520 6000 2970 3795 4125 4680 5980 6500 1260 1610 1750 2700 3450 3750 1458 1863 2025 58860 75210 81750 5940 4500 7560 10260 2160 5040 3600 2700 2160 2340 2700 1800 1440 52200
7590 5750 9660 13110 2760 6440 4600 3450 2760 2990 3450 2300 1840 66700
8250 6250 10500 14250 3000 7000 5000 3750 3000 3250 3750 2500 2000 72500
January 10% 1800 2100 5000 4200 3500 5200 1240 2400 1650 2600 700 1500 810 32700
Total 100% 18,000 21,000 50,000 42,000 35,000 52,000 12,400 24,000 16,500 26,000 7,000 15,000 8,100 327000
3300 2500 4200 5700 1200 2800 2000 1500 1200 1300 1500 1000 800 29000
33,000 25,000 42,000 57,000 12,000 28,000 20,000 15,000 12,000 13,000 15,000 10,000 8,000 290,000
Cost / Unit
Cost Total
Retail/Unit
$ $ $ $ $ $ $ $ $ $ $ $ $
7.00 8.66 10.33 8.66 9.66 8.66 13.00 12.00 11.33 13.00 13.66 15.33 20.33
$ $ $ $ $ $ $ $ $ $ $ $ $ $
126,000.00 181,930.00 516,500.00 363,860.00 338,216.67 450,493.33 161,158.67 287,920.00 186,945.00 337,913.33 95,643.33 229,950.00 164,673.00 3,441,203.33
$ $ $ $ $ $ $ $ $ $ $ $ $
21.00 25.99 30.99 25.99 28.99 25.99 38.99 35.99 33.99 38.99 40.99 45.99 60.99
$ $ $ $ $ $ $ $ $ $ $ $ $ $
Retail Total 378,000.00 545,790.00 1,549,500.00 1,091,580.00 1,014,650.00 1,351,480.00 483,476.00 863,760.00 560,835.00 1,013,740.00 286,930.00 689,850.00 494,019.00 10,323,610.00
Margin $/ Unit Margin % $ $ $ $ $ $ $ $ $ $ $ $ $
14.00 17.33 20.66 17.33 19.33 17.33 25.99 23.99 22.66 25.99 27.33 30.66 40.66
67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67%
$ $ $ $ $ $ $ $ $ $ $ $ $
10.33 11.00 10.33 4.67 12.00 15.33 15.33 28.66 18.66 11.33 11.33 11.33 12.00
$ $ $ $ $ $ $ $ $ $ $ $ $ $
340,890.00 274,916.67 433,860.00 266,000.00 143,960.00 429,240.00 306,600.00 429,950.00 223,960.00 147,290.00 169,950.00 113,300.00 95,973.33 3,375,890.00
$ $ $ $ $ $ $ $ $ $ $ $ $
30.99 32.99 30.99 14.00 35.99 45.99 45.99 85.99 55.99 33.99 33.99 33.99 35.99
$ $ $ $ $ $ $ $ $ $ $ $ $ $
1,022,670.00 824,750.00 1,301,580.00 798,000.00 431,880.00 1,287,720.00 919,800.00 1,289,850.00 671,880.00 441,870.00 509,850.00 339,900.00 287,920.00 10,127,670.00
$ $ $ $ $ $ $ $ $ $ $ $ $
20.66 21.99 20.66 9.33 23.99 30.66 30.66 57.33 37.33 22.66 22.66 22.66 23.99
67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67% 67%
Market Analysis The customer either has a disability or is close with someone who does. These are both urban and rural individuals who look for trendiness and affordability.
They are students or professionals and they are anywhere They value from convenience and The customer is 18-66. can be easily concerned with their influenced by appearance and has suggestions and been seeking promotions. adaptive apparel.
Competitive Review IZ Adaptive
Pioneer in adaptive clothing. Izzy Camilleri was one of the first mainstream designers to create adaptive clothing over 10 years ago. Genuine.
Tommy Adaptive Adaptive clothing for mens, womens, and children with a brand that is well respected. It is the highest price point and trendiest option.
Glazier’s
The leader in adaptive clothing for years, due to their commitment. Clothes are comfortable and practical but lack style. They are very medicinal.
Competitive Review: IZ Adaptive • Canadian fashion designer lzzy Camilleri had launched IZ Adaptive, as an extension to her brand IZZY as a result of doing work for a client in a wheelchair. They have mens, womens, and non gender clothing. • Launched: 2009 • Type of retailer: Online • What they are known for: Designer adaptive clothing for men, womens, and non gender. • Highest RRP: $425.00 for a two piece suit • Lowest RRP: $16.00 for a womens bra • Average RRP: $89.00 • Sizes offered: XS to 3XL • Social media?: Yes, @izadaptive.
Competitive Review: Tommy Adaptive • Overview: Tommy Adaptive’s mission is to bring high fashion to those with disabilities. They partnered with Runway of Dreams, a nonprofit to launch the brand. They have done three seasons of adaptive clothing • Launched: April 2018 • Type of retailer: Online, some stores • What they are known for: Bringing the joy of Hilfiger and the distinctive brand to adaptive clothing. Casual and easy to pair. • Highest RRP: • Lowest RRP: • Average RRP: • Sizes offered: XS to XXL • Social media?: They have an Instagram for Tommy Hilfiger, but nothing for the adaptive brand extension.
Competitive Review: Glazier’s • Overview: Glazier’s a purely medicinal senior clothing brand that has become a premiere destination for senior and adaptive clothing due to their affordable prices and convenience. There is no real design to their colorful, printed fabrics, however they do have a consistent style for their garments. • Launched: In the 1970’s • Type of retailer: Online • What they are known for: Senior adaptive clothing • Highest RRP: $40.00 for a dress • Lowest RRP: $12.00 for undergarments • Average RRP: $30.00 • Sizes offered: XS-XXL, no numerical sizes • Social media?: No social media accounts.
Perceptual Map
Wide Product Offering
Low Price
High Price
Small Product Offering
Trends: Macro Considered Comfort
• Blurring the lines between comfort and work and rest and play • Multipurpose pieces will become more common • Comfort will be an obvious beneficiary • Structure will work towards the body, rather than against it • A clear appetite for well-executed, familiar key items in great fabrics and colors
Trends: Macro Inclusive Products
• Companies will focus on inclusive marketing and advertising as they begin to grasp how advantageous diversity and inclusion is. • Movies will continue to celebrate diversity, like we have seen in movies such as Black Panther and Crazy Rich Asians. • The Fenty effect has allowed inclusivity to infiltrate the beauty industry in brands like Cover Girl, Maybelline, and Dior.
Trends: Fashion Tactile Indulgence
• Plush and comfortable fabrics enjoy a resurgence • Extreme tactile fabrics and textiles will pile and evolve • Grown up colors and real-world styling will make this an accessible look with a broad appeal • Allows for the ability to foster adaptive looks due to comfort being the driving force of the trend.
Trends: Fashion Transformative
• Lights and darks contrast one another to mimic the outlook of the world surrounding us • Focus on all black styling and juxtaposition with lighter influences such as lightweight sheers and ethereal metallics • Modernist-inspired compositions create new, almost warped forms • The use of jersey
Concept: Inspiration Board
Concept • Business casual and stylish casual pieces that can effortlessly be paired with anything, adaptive or not. It is for an on-the-go man and woman with disabilities that wants to seamlessly assimilate with their peers. They will not let their disability slow them down but rather enable them. • The product line will be interchangeable essential pieces that can be paired together and reworn many times. • Each season, new garments will be added to the collection. The best sellers will stay and be re-imagined in different colors and styles. The collection will start in its own pop up section in the store but will eventually be introduced into the entirety of the store without skipping a beat, like plus sizes and maternity sections. It will be sectioned off by its private label name.
Concept
Womens
1
5
3
1
3
Offering 13 garments for women. The size range will be from xs- xxl for tops and dresses and 0-18 for bottoms.
Mens
4
5
4
Offering 13 garments for men: 4 shirts, 1 sweater, 4 jackets, and 4 pants. The size range will be s-xxl for mens tops and jackets and sizes 28, 29, 30, 32, 34, 36, 38, 40, 42 for mens pants with an inseam of 32 inches. There is room to expand to eventually have mens lengths differ.
Product Line Womens
Product Line Mens
Time and Action Calendar Time and Action Calander - JULY 2020 TO JANUARY 2021 July 26- Aug. 8 Aug. 9- Aug. 22 Aug. 23- Sept. 5 Sept. 6- Sept. 19 Sept. 20 - Oct. 3 Oct. 4- Oct. 17 Oct. 18- Oct. 31 Nov. 1 - Nov. 14 Nov. 15-Nov. 28 Nov. 29- Dec. 12 Dec. 13- Dec. 26 Dec. 27- Jan. 2 Jan. 3- Jan 16 Jan 17- Jan 30 Product is Shipped to Stores 27-Jul to 29-Jul Marketing Materials Shipped to Stores 26-Jul Product is Launched Online 30-Jul Product is Lanched in Stores 31-Jul In-Store Event -Merch in Pop Up From Launch Date in Store until 12-Oct 12 Items are Assimilated to Exhisting Product 12-Oct to 11-Jan Promotion on Cartwheel 6-Sep to 12-Sep 18-Oct to 24-Oct Holiday Promotion on All Products 26-Nov to 1-December CSR Event Begins 6-December to 19-December Product is Marked Down 5-Jan 30%, 19-Jan 50%, 26-Jan 70% Product is Assimilated to Clearance 11-Jan
Launch Timing and Channel
The launch for the product line will take place July 30th and 31st online and in-store respectively. Initially, it will be placed in it’s own pop-up booth, where the individual store merchandisers will have the option to put the pop-up booth and products in the event zone, on main aisle between mens and womans, or in the front of womens in the trending now shop. It will sell in the pop-up until October 12th, after-which, mens and womens will move and be assimilated in there respective shops. For smaller stores, that may mean putting this assortment with petite, plus size, and maternity product offerings. On January 5th, markdowns for the products will begin. On January 12th, it will be moved to clearance. This product line is a longterm product offering that will take place with new products season after season. The next selection of Enabled products will launch in late January for Spring/Summer 2021 styles.
Product Details • The products will have features that allow for adaptivity • They will have magnetic buttons, front buttoning tops, adjustable hemlines, seated pants and jackets, one hand zippers and sensory friendly clothing. • They will feature hemlines that are flat and comfortable on the skin to reduce irritation.
Features
Benefits
• Can be easily adjusted for the individuals needs • Comfortable on the skin for those with sensitivities • Offers ease and comfort in dressing • Clothes that would otherwise fit uncomfortably now look well fitted without any alterations • They allow for those with disabilities to have clothing that fits without alteration
Product Features Magnetic Front
These shirts and jackets will feature magnetic front shirts. This allows for people with a lack of fine motor skills in their hands to dress and undress with ease. The magnets are strong and stay together all day, in all conditions.
Product Features One Hand Magnetic Zipper These jackets will feature a zipper that can be done and undone with the use of only one hand. This assists those struggling with dexterity in hands.
Product Features Front Buttoning Shirts
Shirts will feature easy to clasp front buttoning shirts with magnets. The purpose of this is to make it easier for those with a lack of finger dexterities to button their garments, including those who have Parkinson’s, MS, ALS, arthritis, as well as many other medical conditions.
Product Features Magnetic Back Garments
These garments will feature easy to clasp backs using magnets in a row up the garment. This replaces fastenings like tricky hook and eye closures or buttons which many who lack finger dexterity would have previously struggled to fasten.
Product Features Seated Pants
These pants reduce bunching and pulling when sitting for long periods of time. They are comfortable for those who use a wheelchair and keep a striking and sleek look, even while sitting. They also have features that allow for ease of dress and comfort, such as elastic waistband, no rear pockets, and elastic portions at the ankles. They also will be reinforced in the back to prevent ripping from prosthetic attachments.
Product Features Seated Jackets
These jackets are shortened and comfortable for those in a wheelchair. The jackets are typically longer, so these seated jackets are shortened in the back in order for someone in a wheelchair to have a fit that looks sleek. The jacket lays flat and hits the wearers hips perfectly, as to not get caught in the wheels of the wheelchair.
Product Features Sensory Friendly Garments
Sensory friendly garments serve the purpose of minimizing discomfort with the skin. This is done through flat seams and heat transferable labels and tags. It reduces the irritation that some feel when wearing clothes. Usually it is made for individuals on the autism spectrum.
Adjustable Hemline Garments These pants will feature adjustable hemlines that allow for those with prosthetics to have a fit that is comfortable around their artificial limbs.
Market Research
I decided to create an online quiz that could be taken by users with disabilities to get a better idea of who my customer was and why they needed adaptive clothing.
Market Research Feedback from the questioner included information such as: • 53% of people do not currently buy adaptive clothing, but 100% of my respondents need adaptive clothing. 20% already spend money to get their clothes altered to be adaptive. • More than 50% of people have a problem with fastenings being too difficult to use, followed by 31% of people having a difficulty getting clothes on and off. • More than 75% of people surveyed were under the age of 44, with 53% of them being 25 to 34 years old. • More than 53% of people believe it is important to see those with disabilities featured in advertisements when purchasing garments, and 52% of people say that if a company features a model with a disability that it would sway them in purchasing from that retailer. • 73% of respondents said that if adaptive clothing was available in Target, that they would purchase it.
Target Customer
• There will be three different customers that this line of adaptive clothing will attempt to reach. The first, is those with disabilities who want stylish options that make them feel confident. It will allow them comfort, but more importantly to them, style. • The second will be caretakers for those with disabilities that may find that this clothing allows for easier dressing and will purchase for their dependent. • The third, is for purchasing gifts for people with disabilities. • The last is not a customer who is purchasing the adaptive products but feels a connection and cares deeply about CSR incentives. It is a consumer who is socially aware, most likely able-bodied. He or she is politically motivated and loves seeing diversity represented, even if it is not their niche. They will form a positive association less with the clothes, but more so with the intent and branding of the line.
Target Customer
Jamie Curtis
Age: 26 Occupation: Middle School Teacher Income: $65,000
Profile • She is just beginning a family, having married recently. • She has a college level education • She is living in Knoxville, Tenn, Behavioral • The customer has to alter their shirts, pants and jackets, due to using a wheelchair. She needs clothes that allow her to be comfortable at work. • She uses social media and follows Instagram influencers like annieelainey, jillianmercado and abby_sams. She feels better when she sees others like her represented in the media. Psychographic • She has a strong network of friends and family who mean a lot to her. • She never exclusively bought adaptive clothing but if she could find it, especially at a retailer she is already comfortable shopping then she would buy it. • She enjoys shopping at Target because the stores are accessible.
Target Customer
Andrew Hopkins
Age: 46 Occupation: Assistant Park Ranger Income: $72,000
Profile • He is a caretaker for his dad who is a professional • He lives in Mariposa, California • He lives an active, but off the grid lifestyle Behavioral • He tries to shop small and is eco-conscious. • He attends the hospital and support groups with his aging father. • He is active and misses being able to do things like that with his father. Psychographic • He watches his father struggle constantly with dressing and clothing in his old age. • He is disconnected on media and keeps his technology use low, therefore traditional media messages do not excite him. He needs to be attracted to buy something through word of mouth or through physical, paper media such as magazines. He will be our hardest customer to reach, but one of our most important.
Target Customer
Megan Graham
Age: 36 Occupation: Media Buyer and MS Blogger Income: $80,000
Profile • She has a family and children. • She has a M.B.A. in Business from Columbia. • Lives in Boston, MA. • She is a blogger and works actively on her image Behavioral • She is very active, which becomes exhausting, so having clothes that she feels comfortable in and can easily dress herself is of utmost importance. • Due to her career, she needs clothes that are adaptive and chic. She represents many others with disabilities through her platform. • She needs to be taken seriously inside and outside of the office. Psychographic • She is an innovator and strives to lead a life that does not allow her disability to define her. She focuses on motivating others to help herself feel powerful.
Retail Price Range
The retail price range will be from $14.99 to $64.99. The basic items like tee shirts will be priced lowest. Although basic tee shirts, manufactured with the same materials as other tee shirts in Target’s lines, it is priced higher than the non-adaptive garments($8.00) due to features like magnetic button backs, that create a higher cost in production, plus markup.
Cost Range and Markup Target marks up its products 150% on average. The exception is their jewelry, which gets a mark up 400%. This collection will get a markup as well of 200%. The cost to produce these garments is much higher compared to many other garments because of the adaptive features which make these garments more complex and technical. I have attributed this to be an extra $2 spent each garment in production.
Retail Cost Womens
Left to Right: Style 1001- $20.99, 1002-$25.99, 1031-$38.99, Style 1041- $40.99, 1042-$45.99, 1043-$60.99
Left to Right: Style 1004- $25.99, 1005-$28.99, 1003-$30.99, Style 1023- $33.99, 1011-$38.99, 1021-$25.99, 1022- $35.99
Retail Cost Mens
Left to Right: Style 2001- $30.99, 2002-$32.99, 2003-$30.99, Style 2004- $13.99, 2011-$35.99, 2013-$45.99
Left to Right: Style 2021- $33.99, 2022-$33.99, 2023-$33.99, 2024- $35.99, Style 2014- $85.99, 2015-$55.99, 2012-$45.99
Design Brief The design brief will be sent to the manufacturers in Putian, China. It will be sent alongside tech packs for the products and a schedule of when the design team needs to see and approve product.
Production and Logistics Plan
• The fit, texture, and comfortability of the garments are so important to this collection that during the production process, sample garments must be sent and approved. This will prevent any comfort issues, which could be detrimental to the success of the private label. • After the garments are approved and produced, they will be shipped to distribution warehouses to be “picked and packed” to stores. Some of the garments will be sent to the main distribution factory to be used for the companies e-commerce sales. • Since shipping can take around a month, it is very important that we have the garments distributed around June 31st. It must be in the e-commerce warehouses by July 25th so that the product is ready to launch on the 30th. • The brand uses RFID technology so they will be able to track the success of the garments in each store and provide feedback to the supply chain to restock in stores where the garments are running out. It will be important for this collection, especially, that is available when customers want to purchase it, since the values surrounding this private label are in accessibility to customers.
Creative Brief The creative brief will be sent to the advertising team. The advertising team, now aware of the product, can produce a campaign that holds true to the brand image and will consequentially be engaging and memorable to the target audience.
Packaging and Labeling
Enabled garments will feature tags with the logo on the front. The packaging for online purchases will remain the same, in Target branded boxes and plastic bags. The tags will be cardboard and colored the Enabled-blue color. The back of the tag will match preexisting Target tags, to create an concise brand image.
Marketing Plan at Launch
Objective
Target aims to create an adaptive clothing, private label collection not only makes a change in the adaptive market, but also to: • Have the largest market share in adaptive clothing. • Develop new and innovative products that change the lives of people with disabilities. • Grow the revenue of Target in other segments besides apparel with the expansion of assessable features for the store. • Maintain and holding a new customer base, not only in the United States but through the assortment of product featured on Target.com worldwide in China, India, Canada, Mexico, and European countries • Sell at least $2.0 M of Enabled product each month • Create a marketing campaign that increases brand awareness globally and allows for Target to be seen as a pioneer in adaptive clothing
Schedule Promotion Type
Promotion Description
Objectives
Promotional materials(ad campaign/video and product photos) are shot
An ad campaign featuring a video and photos as well as product photos for Target.com
Brand Positioning, Traffic Generation, and Brand Awareness
Media Buys
Blog posts by influencers who use their platform to talk about disabilities
Brand Awareness
Media Buys
Media buys in magazine like Readers Digest, Mens Health, and People and few billboards
Traffic Generation, Brand Awareness, Brand Positioning
CSR Event
A fundrasing event where you can choose do donate a percentage of your 5% back discount to Dreamscape
Brand Awareness, Brand Positioning
Marketing Plan at Launch Schedule and Budget June July August September October Novemeber December January Models are Promotional sourced, content is released Post a Post a location is to press early July. Post a reminder on reminder on reminder on Post a reminder Post a reminder on Tease the new scouted, set is Content released Instagram Instagram on Instagram Instagram about $ Instagram about season. constructed, July 30th on launch about about about Enabled. Enabled. Enabled. day. Post on talent is Enabled. Enabled. Instagram at booked, styling launch. is created. Bloggers are Bloggers with less Bloggers are sent initially influence will be product to try and contacted and sent discounts to invited to shop the asked about shop the collection collection at the interest in the at a very discounted store. project. price. Put up a billboards near West Virgina, including Washington DC, where people with disabilities is highest and legislation is made. Launch a one page magazine ad with RD and People.
$
Remove Billboards.
Cost Estimate
200,000.00
25,000.00
Readers Digest: 150,000, Mens Health: 201,020, People: 402,900, Billboards x3: 90,000, Bus Shelter: $25,000, TOTAL: $868,920.00
Mens Health Ad Runs.
Print the Promotional materials and send emails.
Entire Month of December. Send reminder emails with weekly emails. Total;
$
73,000.00
$
1,166,920.00
Message The marketing message will be that those with disabilities should not feel limited or hindered by their disability, but rather empowered or Enabled. It will feature a number of customers who live active and professional lifestyles. They will talk about how they feel empowered, while wearing Targets new Enabled clothing line for a promotional video that will be emailed to customers. It will feature stills of these same people posing in the garments both in their everyday lives and together in a staged photoshoot. The color scheme will be bright and feature primary colors, particularly the Enabled blue.
Budget The budget for the project is currently projected at $1,166,920.00, therefore, I will be giving Enabled a budget of $2 million to launch their adaptive clothing line. By expanding into adaptable clothing, Target will raise it’s customers brand association. When retailers design with disabilities in mind it, can have a halo effect on the sales of mainstream products, with consumers becoming increasingly conscious of a brand’s ethical reputation. While customers come in to shop the adaptive clothing, they will be more likely to buy other products from Target, therefore a 2 million dollar budget for a collection that is projected to make around $10 million in gross profit, may seem excessive, however all products should see an increase in sales.
Detailed Plan Media Buys Using the promotional materials, the brand will buy media in magazines like Readers Digest Mens Health and People. These magazines were picked due to their matching of both the lifestyle and age of the target customer as well as their frequent featuring in doctors offices. The brand will buy media on billboards in West Virginia and DC area. This will be important because the brand will eventually being doing a fundraiser where they donate to The Dreamscape Foundation, a nonprofit that looks to bring attention in law to the importance of creating awareness towards disabilities and the importance of assistive technology. DC is where laws are created and made, and having advertisements there will bring attention to the cause, as well as serve a financial benefit. The largest population of those with disabilities currently resides in West Virginia. It is 5% higher than the national average. A large customer base and those who need to be most educated on the needs of those with disabilities are located in that area, therefore, it feels the most appropriate to launch there.
Detailed Plan CSR Event During the month of December, Target will hold a CSR fundraising event where they raise money for The Dreamscape Foundation. Using Targets new Target Circle program, With every purchase at Target, you have the option to donate your 1% back to Dreamscape. In addition, Target RedCard shoppers would have the same option, the ability to donate their 5% or a portion of it to The Dreamscape Foundation. This would be in addition to a donation that could be made in any amount by any shopper at Target. The CSR event would be advertised by word-to-mouth by employees and promotional materials at the registers of each store. Target would also feature a donation option on the e-commerce section of their website. While not directly related to the Enabled private label launch, showing that the brand cares deeply about the people that the label targets allows the brand to create a more genuine approach to adaptive goods.
CSR Event Continued The Dreamscape Foundations Mission:
“to make today’s world more accessible to individuals with disabilities”.
Their Focus:
1. Compassionate outreach to meet the needs of those with disabilities. 2. Making the Internet more accessible. 3. To help aid in research to find cures to the populations affected by rare disabilities.
Fundraising Goal: Target’s goal is to donate $500 thousand dollars to The Dreamscape Foundation in order to raise awareness for the needs of those with disabilities.
Product Lifestyle Management The product line will continue to produce garments each season. It will expand on its offerings based on feedback from customers. It will produce two collections per year, for both men and women, each containing around 14 garments. However, the product offering could always expand if sales are allowing growth. The product does have longterm sustainability on the market. Having a segment of the market producing clothes for those with disabilities should be just as seamless in its integration as creating collections for plus sizes, petites or maternity. Hopefully, it will become just as easy to purchase these kinds of garments as it would be any other. Target, being an early adopter in garments for the accessible market, at first will see little to no competition, but as other brands begin to produce garments that will feature adaptive designs, the company may be forced to reevaluate their strategy. Target would then need to stay true to the idea behind Enabled, that these clothes are for an audience that wants to feel powerful and enabled by the clothes that they wear.
How to Expand Product Offerings Accessories
Target is known for their trendy accessories to elevate their fashion. Creating jewelry, scarfs, and bags could be an expansion worth exploring for Enabled for Target. It would allow those with tactile disabilities, which many people have, to easily use accessories otherwise difficult for them.
Wider Range
The collection could later be expanded to feature a wider range of sizes and product offerings. If it expands it can cater to other disabilities. Eventually, the line could expand to create designs for diabetics with insulin pumps or designs for individuals with dwarfism.
Aid Devices
If Target would really like to be a leader in adaptive designs, eventually they could create aid devices such as canes, walkers, or wheelchairs as well as accessories for these products. This would create a fully immerse campaign that shows that the brand truly cares for customers of all ability levels.
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